All Posts By digimon

  3 higher priorities When I was in the business of advertising I was amazed at how much time energy and money businesses invested in their name logo and strapline. Don’t get me wrong, all three are important but they are second order issues that can and should be addressed after the brand is defined. There are of course ...

3 truths about branding A myth commonly perpetuated by advertising agencies and accepted by clients is that branding is all about advertising. The facts are: Branding is very different from advertising. Branding need not involve advertising. Branding is more important than advertising. There are too many definitions of marketing out there to articulate here, or indeed anywhere. They ...

3 Keys the credibility Contrary to popular belief brand loyalty is alive and well. The existence of brand loyalty however depends on the value the brand delivers and the consumer’s perception of that value. This in turn is impacted significantly by trust and the credibility of the brand. Impacting significantly on trust and the credibility of a ...

3 steps to developing an ethical point of difference There is a perception among some consumers that ethics and profits are to some extent incompatible.  Certainly there is a common view that maximising profitability is incompatible with sustained ethical behaviour. I would argue that this view is: Prevalent Unhelpful Wrong Consumer research I have been involved in along ...

3 reasons to engage with consumers Despite what many holy books might say, I would argue that ethics are no absolute and are not cast in stone. Despite what many business people might think, I would argue that in is so far as branding is concerned, they do not decide what is and is not ethical. I would ...